ProgramsPBI (Fall 2024)ProjectsDigital Dojang Brand Strategy

Project Title: Digital Dojang Brand Strategy

Wasatch Martial Arts Academy LLC

Details
Project Title Digital Dojang Brand Strategy
Project Topics Digital Marketing
Skills & Expertise Brand Identity Design Brand Strategy Content Strategy Digital Project Management Graphic Design Market Research Marketing Strategy Qualitative Research Search Engine Marketing SEO Social Media Marketing Social Media Strategy UX/UI Design Video Editing Web & Software Product Research
Project Synopsis: Challenge/Opportunity
Wasatch Martial Arts Academy is a school that teaches a traditional martial arts system called Soo Bahk Do. It is one of the main parent styles of modern Taekwondo. Wasatch Martial Arts prides itself in teaching the authentic martial art of Korea and is one of the premiere Soo Bahk Do schools in the country.

The head instructor, Brian Corrales, is well known in the martial arts community and often teaches at regional, national, and international events. formally representing the art of Soo Bahk Do. In 2020, the Digital Dojang was created as an online platform to provide online training resources specifically to:
  1. Members of Wasatch Martial Arts Academy 
  2. Soo Bahk Do practitioners worldwide
  3. Other martial artists who wish to learn one of the primary original Korean martial arts styles.
The Digital Dojang has proven to be successful but it is not well known nor understood. Building a vibrant YouTube Channel has already proven to be one way effective way to acquire paid subscribers. As the Digital Dojang becomes more visible in the online martial arts community, it needs to reflect it's brand image of being both authentic and premier.
Project Synopsis: Activities/Actions Required
  1. Improve SEO of Digital Dojang YouTube Channel through keywords and descriptions.
  2. Develop a YouTube intro video template
  3. Develop end cards
  4. Develop on brand YouTube thumbnails
  5. Develop a brand style guide and implement it on dojang.org, Digital Dojang YouTube Channel, and a newsletter template
Project Synopsis: Expected Results
  1. Increase the number of YouTube subscribers and watch time.
  2. Increase the number of Digital Dojang paid subscribers.
  3. Increase awareness and brand recognition of the Digital Dojang platform in the Korean martial arts community

Project Timeline

Wasatch Martial Arts Academy LLC - Digital Dojang Brand Strategy
Due Date
Activities
Deliverables
Status
Action
Fri, 08/16/24
12:00 AM UTC
Program Kickoff
No Deliverables
No deliverables are required for this action item.
Location: In Person
Asynchronous
Fri, 08/16/24
12:00 AM UTC
Student Pre-Kick-off Self-Assessment Form
Required Evaluation
Evaluation submission is required.
View
Mon, 08/19/24
11:55 PM US/Mountain (UTC-06:00)
Team Roles and Meeting Times
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Please submit a document or picture with Each members team role, phone number and email.
 Please include in this document at least two scheduled team meeting times each week and one scheduled meeting time with the company sponsor
Document or picture with required information. 
Mon, 08/26/24
11:55 PM US/Mountain (UTC-06:00)
Engagement Letter Draft
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Complete a draft of the Engagement letter based upon the discussion with the company sponsor at the Kickoff meeting. Use the attached Engagement Letter template to create your letter. Do not change any of the red legal words in the template. When you have made all of your updates and individual additions to the template change the red wording to black and remove the big red box in the top left corner of the letter.
 
Upload the the Engagement Letter draft submitted to the company sponsor. 
Wed, 08/28/24
12:00 AM UTC
TEST123
Required Deliverable
Xx1
Required Deliverable
Deliverable submission is required.
Guiding Questions:
Xx1
Deliverable Instructions:
Xx1
Wed, 08/28/24
11:55 PM US/Mountain (UTC-06:00)
Submitted Fully Signed Engagement Letter
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
After further negotiations, following the initial draft, make modifications to the engagement letter so that the team and the company sponsor are happy with the final document. If the company sponsor wants to change any of the legal wording (the sections that were in red) you will need permission from the class professor to change any of that wording. When agreement has been reached each team member should sign the document and submit it to the company sponsor and have them sign it also. 
 
Upload the fully signed Engagement Letter (signed by all of the students and the Company Sponsor). 
Fri, 09/06/24
11:55 PM US/Mountain (UTC-06:00)
Complete a full Project Plan
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Complete a Microsoft Project Plan using the Project-Based Internship Project Plan - Template (see the attached link). Make assignments to team members for the project process activities, and develop Deliverables and tasks with assignments also made to teammates.
Upload the finished project plan or a link to your team's project plan. 
Wed, 09/18/24
12:00 AM UTC
Industry Mentor Temperature Check
Required Evaluation
Evaluation submission is required.
View
Tue, 10/15/24
12:00 AM UTC
Test PM For all
No Deliverables
No deliverables are required for this action item.
Fri, 11/01/24
11:55 PM US/Mountain (UTC-06:00)
Midterm Project Report
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Prepare a report to be used during the Midterm report meeting. This report should include a summary of what has been completed, what is left to be completed, and re-negotiations of deliverables, and any other outcomes from the meeting.
Upload the Project Midterm Report. 
Wed, 11/13/24
12:00 AM UTC
Industry Mentor Temperature Check
Required Evaluation
Evaluation submission is required.
View
Thu, 11/21/24
11:55 PM US/Mountain (UTC-06:00)
Invitations sent to all invitees to the Final Report meeting
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Prior to the Final Presentation meeting invite all relevant individuals to the meeting. This will include the company sponsor and anyone they wish to have in the meeting. This should also include the Ensign College professor, teaching assistant and any other mentors associated with the project.
Upload a confirmation that all of the participants have been notifies, and the date, time, location or link to the Zoom or other meeting tool of the Final Report Meeting. 
Wed, 11/27/24
11:55 PM US/Mountain (UTC-06:00)
Create a Final Written Report
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Complete a final written report following the instructions found in Canvas. Be sure the report includes an executive summary, a complete review of all deliverables, finding and data created during the project. Where possible describe activities that created value for the company and try and quantify the value created. Where appropriate include users guides, templates, and an appendix with data sources, surveys, research and other information generated during the projects.]
Upload a completed Final Project Report. 
Wed, 12/04/24
12:00 AM UTC
Create a Final Presentation Document
Required Deliverable
Complete a final presentation using the top down, commercial styles report using the pyramid principles and following the outline of the executive summary from the final report.
Required Deliverable
Deliverable submission is required.
Guiding Questions:
Complete a final presentation using the top down, commercial styles report using the pyramid principles and following the outline of the executive summary from the final report.
Deliverable Instructions:
Upload the Final Presentation
Fri, 12/06/24
12:00 AM UTC
Industry Mentor Post-Engagement Team Assessment Form
Required Evaluation
Evaluation submission is required.
View
Fri, 12/06/24
12:00 AM UTC
Student Post-Engagement Self-Assessment Form
Required Evaluation
Evaluation submission is required.
View
Fri, 12/06/24
11:55 PM US/Mountain (UTC-06:00)
Complete a Project Presentation and hold a Final Presentation Meeting with Sponsor
Optional Deliverable
Deliverables are suggested but not required.
Deliverable Instructions:
Hold a final presentation and upload the presentation. 

Program Managers

Name Organization
Roger McCarty Brigham Young University (BYU)

Teams

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